Advertising and Public Relations · M2 · read-chapter

Unit 2 · Advertising models

M2 notes pp6–10 · includes AIDA, DRIP, DAGMAR, Ehrenberg and Maslow

1. AIDA: attention → interest → desire → action
2. DRIP: four jobs of communication
3. DAGMAR and the ACCA stages
4. Ehrenberg: awareness, trial, reinforcement and nudging
5. Maslow: five types of needs used in advertising appeals
6. Choose the right model for the question